We attracted 700 participants from Europe, the USA, and Asia to the NEWENERGY international conference

Details ↓

Irina Mazur

Case author: Irina Mazur, ex head of SMM department

Client

NEWENERGY Global Startup Fest

Task

Attract startups to participate in the conference and increase the number of visitors.

What was done:

  • The first stage  is launching a campaign to attract startup projects, energy companies, and experts to participate in the conference.
  • The second stage  is the launch of a campaign to attract visitors (listeners) to the conference.

RESULT

  • 700 applications-participants in the startup competition;
  • 250 attracted visitors.

    Overall results for two promotion channels

Overall results for two promotion channels

 

Connect the service «Business promotion in social media» from ADINDEX →

Full text of the case  

TASK

The client came with a specific task and goals, they knew their target audience and the result they wanted to get. The task was to attract the maximum possible number of conference attendees and increase the number of startup participants, energy companies, and experts from the Internet.

SOLUTION

Since there were two audiences to attract, we divided all the work into two stages:

  • The first stage is a campaign to attract startup projects, energy companies, and experts to participate in the conference.
  • The second stage is a campaign to attract visitors (listeners) to the conference.

Geography: Europe, USA, China, Israel, India, Taiwan, Hong Kong, Japan, United Arab Emirates, CIS countries, Republic of Kazakhstan.

FIRST STAGE

TESTING. To begin with, we conducted a detailed analysis, taking into account the topic, target audience, and the final goal of the entire campaign. And then, we launched a three-week test campaign that aimed to attract participants and energy startup projects.

LAUNCH. Based on the results of the test campaign, we were able to identify and highlight the most efficient attraction tools.

  1. Google Search Ads
  2. Advertising on Display Network
  3. Remarketing for website visitors
  4. Promotion of publications on Facebook, Twitter and LinkedIn
  5. Advertising for “Site Clicks” on Facebook, Twitter, and LinkedIn
  6. Reposts to thematic groups on Facebook like Happy Farm Business Incubator.

During the campaign, every three days, we tracked the clicks and indicators depending on the results obtained, we adjusted the settings and ad impressions;

The monitoring helped us save our budget and made it possible to close all the tasks.

Examples of banners for attracting startup projects:

Examples of banners for attracting startup projects

During the optimization process, we added remarketing and showing ads to Facebook users who visited the site.

During the optimization process, we added remarketing and showing ads to Facebook users who visited the site.

Ads sample:

Ads sample

During the campaign, we found that most of the conversions come from mobile applications but never reach registration. The question arose, what is the reason? We analyzed it and found that the application form consists of many points and three pages; users could not stand it and did not complete the target action to the end.

According to our recommendations, the organizers changed the fields of the application, and this problem was resolved.

SECOND STAGE

At the second stage, advertising impressions were already aimed at attracting visitors.

Based on the venue and the specifics of the conference, we created other banners and texts and made reconfiguration.


Second stage
The target audience was residents of Astana and Kazakhstan, as well as residents of nearby cities. The main task of the second stage was to interest the audience, attract the attention of users of social networks, and disseminate information among potential listeners about the event.

RESULT

As a result, we achieved all the goals and completed all the tasks. We were able to attract participants who passed the qualifying round with their projects; out of 700, 100 people were admitted to the competition.

Results

Summary data for Facebook Ads Manager:

Results

Overall results for two promotion channels:

Overall results for two promotion channels

The cumulative total for the entire promotion period (from 08/09/16 to 10/17/16):

The cumulative total for the entire promotion period (from 08/09/16 to 10/17/16):

Connect the service «Business promotion in social media» from ADINDEX →